Top Visionary Women Leaders Revolutionizing the MedTech Evolution in 2024

Visionary Women Leaders Revolutionizing the MedTech Evolution in 2024 VOL 01 | ISSUE 01 | 2024 Jacqueline Anim Sr. Principal Materials Engineer Ethicon, Inc. A A Legacy of Innovation: Resolute Acumen of Jacqueline Anim

Courage, sacrifice, determination, commitment - these are the keys Courage, sacrifice, determination, commitment - these are the keys to being a successful leader to being a successful leader

Climbing on the Innovative Horizons T women leaders have emerged as driving forces, shaping the future of MarTech. he Marke?ng Technology (MarTech) industry has undergone a profound transforma?on in recent years, with technology becoming integral to every aspect of marke?ng. In this dynamic landscape, visionary that balances technology with a human touch. They emphasize the importance of building meaningful connec?ons with customers and leveraging technology to enhance, rather than replace, the human element in marke?ng. The MarTech industry stands at the intersec?on of technology and marke?ng, and visionary women leaders have played a pivotal role in shaping its trajectory. Through their strategic vision, innova?ve thinking, commitment to diversity, and entrepreneurial spirit, these women have not only broken barriers but have also set new standards for success. As the MarTech landscape con?nues to evolve, the influence of Top Visionary Women Leaders Revolu?onizing the MedTech Evolu?on will undoubtedly leave a las?ng legacy, inspiring future genera?ons to contribute to the dynamic world of marke?ng technology. Understanding the needs and preferences of customers is crucial in the MarTech landscape. Women leaders, o?en recognized for their empathe?c and collabora?ve leadership styles, have championed a customer-centric approach. This focus on building solu?ons that truly address customer pain points has been a key factor in the success of many MarTech companies led by women. Beyond their roles in companies, women leaders in MarTech o?en take on thought leadership posi?ons. They contribute to industry discussions, share insights, and advocate for policies that support the growth of technology and innova?on. By ac?vely par?cipa?ng in conferences, wri?ng ar?cles, and engaging in mentorship programs, they inspire others to join the MarTech revolu?on. Flip through the pages and indulge in the fundamentals that are crea?ng a future where technology and marke?ng converge seamlessly, and the legacy of visionary women leaders con?nues to shape the narra?ve of success in MarTech. In an industry characterized by data, algorithms, and automa?on, women leaders bring a holis?c perspec?ve James Green

C O N T E N T S Cover Story 08 A Legacy of Innovation: Resolute Acumen of Jacqueline Anim Ar?cles 16 A Comprehensive Guide Maximizing MarTech for B2B Marketing 20 A MarTech Perspective The Rise of Conversational Marketing

L E A D E R S Merry D'Souza Editor-in-Chief Deputy Editor James Green Mike Anderson Executive Editor Assistant Editor Anish Miller David King Visualizer Art & Design Director George Kingston Associate Designer Company Name Ethicon, Inc. MedRhythms, Inc. Story Health Sonder Health THENA Capital Tim Daniels Featured Person Brief With an impressive career spanning over two decades, Jacqueline has risen to the presgious posion of Senior Principal Dr. Taylor is an experience clinical trial researcher and manages Sarah is focused on building virtual speciality care programs and Sylvia Romm is the Founder and Chairperson of Sonder Health. Tatum is an investor and MedTech enthusiast with a proven Sr. Principal Materials Founder Sarah Zweifach Management Sylvia Romm jnjmedtech.com/en-EMEA medrhythms.com storyhealth.com sonderhealthplans.com thenacapital.com Jacqueline Anim Engineer Sabrina Taylor Senior Sales Manager Materials Engineer, earning recognition for her supreme several large-scale multi-center clinical trials. services. She has also built both physician and patient-facing With over 13 years of experience in the healthcare sector, she is track record of transforming seed and growth-stage companies Sihanee M. /companies/ethicon expertise and solid dedication to the ?ield. Marketing Manager James Sykes 4 Technical Head SME-SMO Executive Phil Bristol Simon Gayle Clinical Product Founder Tatum Getty Dave Morgan Business Development Manager tools and experiences at healthcare companies. passionate about providing quality solutions in the niche. into global household brands. David, JD Sales Executives Business Development Executives Steve, Joe Digital Marketing Manager Dominique T. Research Analyst Circulation Manager Database Management Technology Consultant Frank Adams Robert Brown Stella Andrew David Stokes General Partner January, 2024

Jacqueline Anim Sr. Principal Materials Engineer Ethicon, Inc. COVER STORY

n the materials science and engineering segment, I impressive career spanning over two decades, Jacqueline has risen to the pres?gious posi?on of Senior Principal Materials Engineer, earning recogni?on for her supreme exper?se and solid dedica?on to the field. Jacqueline’s vision and missions are mostly novel; it takes special skills to draw and rally “ for poten?al biosafety a?er the fact and not designed into the selected grade up front. With this knowledge, Jacqueline and her team collaborated with an intelligence so?ware company to embark on a medical material data management project to segregate their device materials into medical and technical grades. The project outcomes allowed them to purge and/or discon?nued the prolifera?on of the use of technical grade chemistries. It was a big win for all who saw the vision and supported the journey to enhance pa?ent safety. Jacqueline Anim stands as a true luminary, pushing the boundaries of innova?on and leading the way at Ethicon, Inc., a subsidiary of Johnson & Johnson. With an One of Jacqueline's most notable achievements is her groundbreaking work on biosafety materials. Her research has led to the development of innova?ve materials that can be used in surgical applica?ons, thus hemosta?c, cu?ng, and sealing ?ssue and blood vessels with no bleeding in a minimally invasive procedure. This breakthrough has simplified post-opera?ve care and improved pa?ent outcomes, making her a respected authority in the field. people in and obtain funding for execution.” A Perspec?ve of Perpetual Refinement From Jacqueline's perspec?ve, Ethicon is a fer?le ground for anything transforma?onal. It's a fearless company with daring leaders when it comes to groundbreaking innova?on for enhanced pa?ent care. And its Credo (The Northern Star) excels in this area. Jacqueline Anim's journey from a passionate chemical engineering student to a Senior Principal Materials Engineer at Ethicon, Inc. is a tribute to her innova?ve spirit and her commitment to improving the lives of others. Jacqueline's work con?nues to shape the future of medical devices, and her influence extends far beyond the laboratory, inspiring a new genera?on of engineers to reach for the stars in the world of material transforma?on science. The cultural landscape has somewhat influenced Jacqueline's ability to push her limits in various medical device design and manufacturing aspects. For example, her focus has been enhancing the medical material data management philosophy and the digitaliza?on of the data itself. Jacqueline's previous contribu?on is also around the segrega?on of medical grade materials away from the technical grade candidates/thus moving away from legacy technology by purging out old chemistries. Shining on the Horizon with Excellence Shedding the spotlight on the odyssey, Jacqueline may have to look back on her career path with a filter as she has always been seeking unmet needs or, for that ma?er, unchartered territories within and external to her company, JNJ. Finally, and with in-house support, she recently launched internal E-submission processes and retrieval techniques for be?er traceability and efficacy. Addi?onally, she collaborated and embarked on using informa?on automa?on (IA) and data science algorithms for trend iden?fica?on of historical material analysis reports and data, verdict crea?on and many more. This strong desire is intended to make a difference in humanity. For some unknown reason, Jacqueline gravitated to undiscovered areas so much that in 2012, she discovered that the medical industry did not have a standalone material database. All these have improved and provided confidence in Ethicon's material decisions and device-level traceability. This is an example of using data science in the medical/healthcare sector. All that was available in the industry was the Campus, Material and Process Universe, the prospector, etc., which only had materials intended for non-medical applica?ons. Given that grades in these databases had not been screened for biocompa?bility as an added requirement. Leading with an Example of Coherency Jacqueline's vision and missions are mostly novel; it takes special skills to draw and rally people in and obtain funding for execu?on. In furtherance of that, the medical sector was le? to test

her limits in various “ The MedTech industry is looking for Chemical Engineers who can write computer codes, manipulate CAD files, and conduct simula?on analysis simultaneously. A skill set limited to computer scien?sts and mechanical engineers a decade earlier. To sum it up, there shall be very li?le difference between a mechanical engineering and an electromechanical/system engineer, for example, since the industry is seeking an overlap in skill sets with the introduc?on of robo?c and digital product developments.” The cultural landscape has somewhat influenced Jacqueline’s ability to push An Overview of the Essen?al Role medical device design and manufacturing aspects.” Jacqueline's parent company (JNJ) team is located on all the con?nents with subbranches in major countries worldwide. They also have research laboratories with various analy?cal and technological capabili?es in various ci?es. Therefore, working with other external teams to innovate and/or solve complex problems is normal. From her perspec?ve, it's easier to implement an idea in a "pull" posi?on than if you had to "push." So, for years, Jacqueline has always promoted ideas such that they become a pull. It starts with clear communica?on, defining the vision as a leader, and sta?ng the benefits to her internal or external clients. In furtherance of that, they have strategic alliances with some of the suppliers and vendors; and can tap into some of their technical support offerings/facili?es to solve complex problems with precision and speed due to the proximity of their laboratories. One element that has helped Jacqueline drive innova?on as an industry leader is her honesty/selflessness leadership approach. This unique combina?on allows, working to becomes easy; therefore, navigate obstacles easily, achieving results through collabora?on. A?er four or five wins, the table turns in her favor as she doesn't have to advert obstacles to innovate any longer. Specifically, Jacqueline says,"Un?l the design of the device is complete and end-use performance requirements are met, material selec?on is not complete; therefore, the material suppliers are part of the development journey ?ll the end. CIO Talks To cite an example, when leading the crea?on of the digi?zed/searchable database to manage our inhouse material informa?on system, I had to work in close rela?on with the IT team located in a different con?nent United Kingdom, our internal biocompa?bility group, our procurement team, and supply chain organiza?on, R&D, and product design teams to develop a holis?c data tool that meets every group's end use requirement. The success of this data science solu?on was a community affair and not done in a silo.” Sharing her opinion on the most significant technological advancements or trends that will shape the industry, Jacqueline shares,"There's been lots of pla?orms and podcast discussions on this topic; however, from my vantage point, I believe the following trends will be very significant moving forward. The concept of pa?ent care con?nuing/ecosystem approach to healing is going to be pursued aggressively. The firewall between the various engineering disciplines will disintegrate as industry forces this change in the academic curriculum. We are heading into an era where a materials engineer can analyze mold flow, integrate the material behavior and its path to molding, and conceptually understand end-user device performance. Ascending the Fundamentals, along came the Enrichments. This ?me around, with improved awareness of the regulatory landscape, the road forward is clear and well- defined. What does Jacqueline mean by this statement?

far beyond the laboratory, “ materials transformation science.” Regulatory, e.g., FDA, MHRA, etc., is the final reviewer for device registra?on/compliance, and from her perspec?ve, if the individual bill of materials (BOM) and the component lis?ngs that make up the device are well scru?nized, complying with the device level review and approval process will become a lot easier and to some extent very predic?ve. Jacqueline’s work continues to shape the future of medical devices, and her influence extends In furtherance, in the past, the MedTech OEMs were using "any material" to design MedTech products and hence "panicked" regarding the regulatory submission step as the material in the device was poorly understood and scru?nized. inspiring a new generation of engineers to reach for the stars in the ever-evolving world of However, this legacy prac?ce is changing with the introduc?on and adop?on of medical-grade material technology for MedTech applica?ons. Jacqueline is happy to say the material suppliers now support the development and crea?on of MedTech-specific material chemistries to sustain this sector. This approach is a win for all since it eliminates the use of unauthorized material unbeknown to the material manufacturer or toll compounder. and release of a medical grade/lockdown grade/skin contact grade for industry adapta?on, followed by the release of an ASTM standard defini?on for materials used for MedTech. This ini?a?ve has progressed over the last couple of years, and it is an aspira?on that we will collec?vely see frui?on. Symbolizing Brilliance Although Jacqueline's area of exper?se is in a niche (SME/consultancy in material u?liza?on for MedTech), the industry has evolved over the years to a?ract the other gender(s). Having said that, the industry has many great people with decades of knowledge; as a female, you need to connect with someone and recruit that person as your mentor. Pearls of Wisdom For the aspirants of the MedTech niche, Jacqueline shares, "To make a mark in the MedTech field, review the current state and progress made to date for any unmet needs with a focus on the pa?ents. This mentor may be a professional from a different business sector, i.e., company director, startup VP, toll compounder, packaging professor, college professor, material manufacturer, external consultant, etc. With this, you will stand to learn and gain unique knowledge that will become an asset/novelty at your own company, thus se?ng you apart from the pack. Jacqueline has always viewed people she meets at conferences and trade shows as her mentors. This unmet need could reside in the processes, delivery, packaging, design, systems, materials, traceability, efficiency, steriliza?on techniques, cycle ?me, etc., with a transi?on into digital and AI solu?ons for MedTech. Study all available complaints cases and innovate from that direc?on. As you solve problems to improve the well-being of humanity, so does your mark shine.” Another secret Jacqueline lives by is to answer the ques?on, "What do you want to be when you grow up?" and pursue that with her compassion. Scaling the Novel?es with a Novel Method Jacqueline's long-term goal is to con?nue her collabora?on effort with respect to standardizing the defini?on, crea?on,

A Comprehensive Guide Maximizing MarTech for B2B Marketing n the fast-paced world of B2B marke?ng, I pivotal role in driving successful B2B marke?ng strategies. This ar?cle explores how businesses can maximize MarTech to enhance their B2B marke?ng efforts and achieve sustainable growth. Content Marke?ng and Automa?on staying ahead of the compe??on requires leveraging the right tools and technologies. Marke?ng Technology, or MarTech, plays a Content is king in B2B marke?ng. MarTech tools facilitate content crea?on, distribu?on, and management. Automa?on pla?orms can schedule and op?mize content delivery, ensuring that the right content reaches the right audience at the right ?me. This not only saves ?me but also enhances the effec?veness of content marke?ng campaigns. Understanding MarTech Email Marke?ng Op?miza?on MarTech refers to the array of technologies that marketers use to streamline and enhance their marke?ng efforts. In the B2B context, it includes tools for customer rela?onship management (CRM), content management, email marke?ng, social media management, analy?cs, and more. The integra?on of these tools can create a seamless and data-driven marke?ng ecosystem. Email remains a powerful B2B communica?on channel. MarTech tools help in crea?ng targeted email campaigns, automa?ng follow-ups, and analyzing email performance. Leveraging machine learning algorithms, marketers can personalize email content based on recipient behavior, increasing open and click-through rates. Data-Driven Decision Making Social Media Management MarTech enables B2B marketers to collect, analyze, and interpret vast amounts of data. U?lizing customer insights, behavior analy?cs, and market trends, businesses can make informed decisions. By leveraging data-driven strategies, marketers can personalize content, refine targe?ng, and op?mize campaigns for be?er engagement and conversion rates. B2B businesses can effec?vely engage with their audience through social media pla?orms. MarTech tools aid in scheduling posts, analyzing social media metrics, and monitoring brand men?ons. Integra?on with CRM systems allows for a seamless connec?on between social media interac?ons and customer data. Analy?cs and Repor?ng Customer Rela?onship Management (CRM) MarTech provides advanced analy?cs and repor?ng tools that empower marketers to measure the success of their campaigns. By tracking key performance indicators (KPIs), businesses can assess the impact of their marke?ng efforts, iden?fy areas for improvement, and make data-backed adjustments for be?er results. A robust CRM system is a cornerstone of B2B marke?ng. It helps in managing customer interac?ons, tracking leads, and nurturing rela?onships throughout the sales funnel. Integra?ng MarTech solu?ons with CRM allows for a holis?c view of customer interac?ons, enabling personalized communica?on and targeted marke?ng efforts. 16 17 www.thecioleaders.com January 2024

Integra?on for Seamless Opera?ons processes. From predic?ve lead scoring to content recommenda?on engines, AI and ML technologies enhance efficiency, reduce manual tasks, and provide valuable insights for cra?ing targeted marke?ng campaigns. To maximize the benefits of MarTech, integra?on among various tools is essen?al. A seamlessly integrated system ensures that data flows across pla?orms, elimina?ng silos and providing a unified view of marke?ng ac?vi?es. This integra?on enhances efficiency, reduces manual effort, and improves overall campaign effec?veness. Mobile Marke?ng Op?miza?on As mobile usage con?nues to rise, B2B marketers must op?mize their strategies for mobile pla?orms. MarTech tools offer solu?ons for mobile marke?ng automa?on, responsive design, and app-based interac?ons. Ensuring a seamless mobile experience is cri?cal for engaging professionals who are increasingly accessing informa?on on the go. Personaliza?on and Segmenta?on MarTech tools allow for sophis?cated personaliza?on and segmenta?on strategies. By leveraging customer data, businesses can tailor their marke?ng messages to individual preferences, increasing relevance and engagement. Segmenta?on ensures that targeted messages reach specific audience segments, enhancing the effec?veness of marke?ng campaigns. Compliance and Security With data privacy regula?ons becoming more stringent, MarTech tools also play a role in ensuring compliance. B2B marketers must priori?ze pla?orms that adhere to data protec?on standards and provide robust security features. Compliance with regula?ons such as GDPR and CCPA is essen?al to building trust with customers and avoiding legal complica?ons. Account-Based Marke?ng (ABM) For B2B marketers, Account-Based Marke?ng is a crucial strategy. MarTech pla?orms facilitate the implementa?on of ABM by enabling the iden?fica?on and targe?ng of key accounts with personalized content and messaging. This approach aligns marke?ng and sales efforts, fostering stronger rela?onships with high-value accounts. Con?nuous Training and Skill Development Maximizing MarTech requires a skilled and knowledgeable workforce. Con?nuous training programs can keep marke?ng teams updated on the latest features and best prac?ces of MarTech tools. Inves?ng in skill development ensures that teams can harness the full poten?al of the technology, leading to more effec?ve B2B marke?ng campaigns. Predic?ve Analy?cs MarTech predic?ve analy?cs capabili?es empower B2B marketers to forecast trends, iden?fy poten?al opportuni?es, and an?cipate customer behavior. By analyzing historical data and employing machine learning algorithms, businesses can make proac?ve decisions, op?mize their marke?ng strategies, and stay ahead of market shi?s. AI and Machine Learning Integra?on The integra?on of ar?ficial intelligence (AI) and machine learning (ML) in MarTech brings automa?on and intelligence to marke?ng 18 www.thecioleaders.com

A MarTech Perspective The Rise of The Rise of Conversational Marketing Conversational Marketing I customer interac?ons. In this ar?cle, we will explore the rise of conversa?onal marke?ng in MarTech and its implica?ons for businesses looking to engage and convert customers in today's digital age. n the current landscape of marke?ng technology (MarTech), one trend has been gaining significant trac?on - conversa?onal marke?ng. This approach shi?s the tradi?onal marke?ng paradigm towards more personalized, real-?me, and interac?ve The Evolu?on of Marke?ng Tradi?onal marke?ng methods o?en relied on sta?c, one-way communica?on channels, such as billboards, TV commercials, and even early digital ads. These methods offered limited opportuni?es for customer engagement and personaliza?on. As consumers became more digitally connected, their expecta?ons for instant, relevant, and interac?ve communica?on with brands grew. Conversa?onal marke?ng represents a fundamental shi? in the way businesses engage with their audience. It's an approach that leverages real-?me, two-way conversa?ons, o?en powered by AI- driven chatbots and messaging pla?orms. Let's dive into why conversa?onal marke?ng is on the rise and how MarTech is enabling this transforma?on. Real-?me Interac?ons Conversa?onal marke?ng capitalizes on real-?me interac?ons. Customers no longer want to wait for an email response or be put on hold for customer support. With chatbots and messaging apps, brands can provide immediate answers to queries, solve problems, and guide users through their purchasing journey. This real-?me engagement increases customer sa?sfac?on and conversion rates. Personaliza?on at Scale Personaliza?on has always been a key driver of effec?ve marke?ng. However, conversa?onal marke?ng takes personaliza?on to a new level. AI-driven chatbots can analyze user data, behavior, and preferences to deliver tailored recommenda?ons, content, and offers. This individualized approach is highly effec?ve in capturing and retaining the a?en?on of poten?al customers. 20 21 www.thecioleaders.com January 2024

Enhanced User Experience Improved Sales Conversion Conversa?onal marke?ng is all about delivering a superior user experience. Customers appreciate the convenience and ease of interac?ng with a chatbot or messaging app. They can ask ques?ons, get informa?on, and make purchases without leaving the conversa?on. MarTech pla?orms are con?nuously improving the user experience by integra?ng features like AI-driven responses and rich media content. One of the most compelling aspects of conversa?onal marke?ng is its ability to boost sales conversions. By guiding poten?al customers through their journey and addressing their concerns in real ?me, businesses can increase the likelihood of comple?ng a purchase. This is par?cularly important in industries with complex or high- value products and services. Enhanced Customer Reten?on Lead Genera?on and Qualifica?on Conversa?onal marke?ng is not just about acquiring new customers; it's also a powerful tool for retaining exis?ng ones. By providing excellent customer support and proac?ve engagement, businesses can build strong, long- las?ng rela?onships with their audience. Loyal customers are more likely to become brand advocates and make repeat purchases. Conversa?onal marke?ng is not just about solving customer issues; it's also a powerful tool for lead genera?on and qualifica?on. Chatbots can ini?ate conversa?ons, gather user informa?on, and iden?fy poten?al leads. By asking targeted ques?ons and providing relevant informa?on, businesses can iden?fy high-quality leads and nurture them effec?vely. Adap?ng to Consumer Expecta?ons Seamless Mul?channel Communica?on In a digital age characterized by instant gra?fica?on and personalized experiences, businesses must adapt to meet consumer expecta?ons. Conversa?onal marke?ng aligns with these expecta?ons by providing the level of convenience and personaliza?on that modern consumers demand. Conversa?onal marke?ng seamlessly integrates with various communica?on channels. Whether it's on a website, a social media pla?orm, or a mobile app, businesses can engage with customers where they are most comfortable. This mul?channel approach ensures that no opportunity is missed and that the conversa?on flows smoothly across pla?orms. What Lies Ahead? Cost Efficiency The rise of conversa?onal marke?ng in MarTech signifies a significant shi? in the way businesses connect with their audience. Real-?me interac?ons, personaliza?on at scale, cost efficiency, and enhanced user experiences are just a few of the benefits that make conversa?onal marke?ng a powerful tool in the marketer's arsenal. As MarTech pla?orms con?nue to evolve, we can expect conversa?onal marke?ng to become an integral part of marke?ng strategies across various industries. MarTech-driven conversa?onal marke?ng offers cost advantages as well. While providing real-?me support and personalized interac?ons, chatbots can handle a high volume of inquiries simultaneously. This reduces the need for extensive customer support teams, leading to significant cost savings. Analy?cs and Insights Businesses that embrace conversa?onal marke?ng are not only mee?ng the demands of today's consumers but also gaining a compe??ve edge in the digital marketplace. The ability to engage, qualify leads, and guide customers in real ?me is a game-changer, and as technology con?nues to advance, the poten?al for conversa?onal marke?ng to drive business growth remains limitless. In a world where communica?on is king, the rise of conversa?onal marke?ng is here to stay. MarTech tools offer robust analy?cs and repor?ng features, allowing businesses to track the effec?veness of conversa?onal marke?ng efforts. They can measure engagement rates, conversion rates, and customer sa?sfac?on levels. These insights provide valuable data for op?mizing conversa?onal strategies and making data- driven decisions. 22 www.thecioleaders.com

Leadership is not about gender; it's about making a difference

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Top Visionary Women Leaders Revolutionizing the MedTech Evolution in 2024

Top Visionary Women Leaders Revolutionizing the MedTech Evolution in 2024

Presentation Transcript

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